The Ad Volumes of the Household Products sector on Television grew by 68% during Jan-Mar’21 compared to the same period in the previous year, states TAMAdEx Ad Volume report on Household Products sector.
Top 10 advertisers accounted for more than 95% share of ad volumes during Jan-Mar’21, with Reckitt Benckiser topping the list. GEC topped the list of Household Products sector’s channel genres during Jan- Mar’21.
Toilet/Floor Cleaners and Household Cleaners together accounted for more than 70% of the ad volume share of the Household Products sector.
There were more than 130 new brands observed during Jan-Mar’21 over Jan-Mar’20. The top 2 new brands were from the category Toilet/floor Cleaners, i.e. Harpic Power Plus/Bathroom Cleaner and Harpic Power Plus 10x Max Clean.
The top 2 channel genres on TV together, i.e. GEC and Music, accounted for more than 50% of ad volume share for the Household Products sector during Jan-Mar’21. The GEC genre topped the list of Household Products sector’s channel genres during Jan-Mar’21.
Feature Films were the most preferred program genre to promote Household Products’ brands on Television. The Top 2 program genres, i.e. Feature Films and Film Songs added more than 45% of the total ad volume share of the Household Products sector on TV.
Prime Time was the most preferred time band on TV, followed by the Afternoon time band. Prime Time, Afternoon & Morning time bands together accounted for more than 70% share of advolumes.
Advertisers of the Household Products sector preferred 20 – 40 secs ad size on TV.
20-40 seconds and <20 seconds ads together covered 99% share of Ad Volumes during Jan-Mar’21.
The ad space of the Household Products sector in Print grew by 26% during Jan-Mar’21 compared to the same period in the previous year.
Agarbatti leads the list of Top 10 Categories of the Household Products sector.
Top 10 advertisers accounted for more than 65% share of ad space during Jan-Mar’21, with Reckitt Benckiser topping the list. The Hindi language was on top with a 54% share of ad space. Household Products had almost 40% of the ads in the North Zone.
In a Print medium, more than 220 new brands were seen during Jan-Mar’21. EmamiEmasol Range was the top new brand, followed by Zed Black ManthanMograDhoop.
The Hindi language was on top with a 54% share of ad space, and the top 5 Publication languages together added a 90% share of the sector’s ad space. The General Interest publication genre added more than 99% share of the sector’s ad space.
Among 4 zones, North Zone topped for Household Products advertising with almost 40% share in Print during Jan-Mar’21. Hyderabad & Kolkata were Top 2 cities in overall India for the sector advertising in Print.
The Sales Promotion for the Household Products sector accounted for 19% of ad space in the print medium. Among Sales Promotions, Discount Promotion occupied 46% share of ad space followed by Multiple Promotion with 38% share during Jan-Mar’21. Bantia Commercial Corporation topped among all the advertisers using the Sales Promotion method for advertising with a 24% share of ad space followed by HUL during Jan-Mar’21.
Radio
A significant ad volume drop observed on Radio medium during Jan-Mar’21 compared to Jan- Mar’20.
On Radio, Furniture Related Items ruled with 43% of the total ad volumes’ share of the Household Products sector. The Top 10 Advertisers added more than 85% share of ad volumes during Jan-Mar’21, with Royale Touche Group leading the list.
There were more than 30 new brands observed during Jan-Mar’21 over Jan-Mar’20. Godrej Locks was the top new brand on Radio medium.
Advertising for the Household Products sector was preferred in Evening and Morning time-bands on Radio. More than 70% share of the Household Products ad volumes were in Evening and Morning time- bands during Jan-Mar’21.
Digital
The digital medium witnessed 105% growth observed in ad insertions of the Household Products sector on Digital medium during Jan-Mar’21 compared to Jan-Mar’20. On Digital medium, the Furniture Related Items category was on top with 26% of the sector’s advertising share.
Ad Network topped with 45% share of Household Products sector’s ad insertions for Digital advertising during Jan-Mar’21 followed by Programmatic method in 2nd place.
